Population-total group you are interested in.
Sample-subset of the population you are looking at.
Response rate-% of sample who actually respond.

Marketing Research Process:
Interpreting data

1. Checking and Editing-ensure questions are fair.
2. Coding-break down responses and find commonalities.
3. Data Analysis-dispersion of data, statistical analysis, Hypotheses supported or rejected.
4. Confidence intervals-arange where you can say that the true value is in that range.
5. Reliability-consistency of results. Validity-did you measure what you set out to measure.

International Marketing Research

Standardize as much as possible to compare between countries.
Allow for differences in research design based on culture.
Understand the culture to modify your methods and adapt.